Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions

Automated Shopping Cart Abandonment:
Using Email to Recapture Lost Sales
• Why you need it
• How to do it
• When to send it
• And 12 ways to increase conversions

email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
50-75% of your online customers
abandon their shopping carts

Why shoppers abandon carts
High shipping rates disclosed late in the check-out process

Slow delivery schedules

Worried about online security

Customer service reps aren’t available

US online retailers are losing $18B
annually from abandoned carts...

…yet less than half monitor revenue loss and less
than 15% have a way to recoup the sales

Listrak surveyed 200
US online retailers and found…
www.listrak.com/News/cart-abandonment-survey
• 58.5% don’t monitor
abandonment rates and
revenue loss
• Only 14.5% have a
shopping cart abandonment
solution in place
• Average site conversion is
only 1-2%

Automated shopping cart abandonment
email solutions will recoup lost revenue
Our clients are seeing:
• 500% campaign ROI
• 20% conversion rates
• 27.7% higher average
order value
• 26% higher conversion
rates than promotional
email campaigns
Case study ahead >

Listrak’s Shopping Cart Abandonment
Revenue Calculator

An automated shopping cart abandonment solution
will recapture lost sales, increase average order values,
and engage customers – here’s how…

Listrak Customer Case Study
Movies Unlimited
• 600,000 monthly unique
visitors
• 37,000 carts created monthly
• 75% abandonment rate
(27,952 carts)
• 3000 emails captured
• 20% conversion = 600
orders

As shopper types
information it’s shipped
to Listrak
As shopper types
information it’s shipped
to Listrak
Movies Unlimited Case Study
How it works
Listrak
JavaScript Tag
Listrak
JavaScript Tag

Listrak does not
collect sensitive
payment information
Listrak does not
collect sensitive
payment information
How it works
Listrak
JavaScript Tag
Listrak
JavaScript Tag

How it works
Listrak processes and
discards completed
checkouts
Listrak processes and
discards completed
checkouts
Listrak
JavaScript Tag
Listrak
JavaScript Tag

Triggered Shopping Cart Abandonment Email Campaigns
Upon purchase shopper is
removed from campaign

Tested several factors
• Timing of first message
• 6 hours vs 24 hours
• Number and cadence of
messages
• Subject lines
• Offer vs non-offer
• HTML message showing items
left in cart vs plain text message

Subject Line & Offer vs Non-Offer Results
Open
Rate
Read
Rate
Click
Thru Rate
Conversion
Rate
1
Your movies are waiting for you,
<<FirstName>>
42.4% 41.4% 25.2% 10.45%
1 Save $5.00 On Your Order, <<FirstName>> 35.1% 33.9% 21.1% 11.38%
2
Speedy checkout for the movies you saved,
<<FirstName>>
25.9% 23.9% 12.3% 9.09%
2
Speedy checkout + $5.00 savings for your
order, <<FirstName>>
24.5% 22.8% 12.7% 9.63%
3
We're saving your movies for you,
<<FirstName>>
71.5% 68.1% 36.2% 24.49%
3
Here's a $5.00 coupon for your order,
<<FirstName>>
73.2% 70.5% 43.7% 12.70%

Offer Results
Offer drove
26% More Orders
SCA program
had 27.7% higher
AOV than website
Offer drove 37%
more products
ordered

Final Outcomes
• Shopping Cart Abandonment program accounted
for 10% of all email marketing revenue while
representing less than 1% of overall email volume
• 25% Click Thru Rate
• 20% Conversion Rate
• Program paid for itself in the first month

Triggered shopping cart abandonment
campaigns: When to send
Movies Unlimited
increased
conversions from
13% to 20% by
sending first email 6
hours after
abandonment
opposed to 24 hours
Results of McAfee's "Digital Window Shopping: The Long Journey to Buy" report

campaigns: What to send
• A reminder that the
shoppers left items in
their carts
• Pictures of the items left
in the cart and links to
product reviews
• An easy way to complete
the purchase

• An easy way to contact
customer service to
complete the purchase
• Alternative payment
information
• Product reviews

• Personalization,
including the shopper’s
name
• An unsub link that
allows recipients to
opt-out of SCA
campaign without
unsubscribing from list

• Scarcity clauses
stating that the cart
will expire soon or
the inventory levels
are low

• A simple prompt to
complete the
purchase

• An incentive to
complete the
purchase

• Related items for
cross-sell and
upsell opportunities

Listrak surveyed 398 of the
Internet Retailer 500 and found
• Only 42 sites (10.5%) sent a shopping cart abandonment email
• 19 of the 42 offered an incentive = 45.23%
• 10 of the 19 involved free shipping w/ no purchase minimum = 52.63%
• 6 of those 10 were also personalized = 60.00%
• 4 programs sent an email within 1 hour = 9.52%
• 7 programs sent after 1 hour and up to 24 hours = 16.67%
• 14 programs sent after 24 hours and up to 72 hours = 33.33%
• 17 programs sent after 72 hours = 40.48%

877.362.4556
info@listrak.com
Twitter: @listrak
Or download free shopping cart
abandonment whitepapers and
case studies at
www.listrak.com
We’re here to help
Contact our experts at

Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions

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